Unveiling the power of employer branding: enhancing talent retention through organizational advocacy

Purpose This study aims to explore the relationship between employer branding and talent retention, also examining the mediating role of organizational advocacy. Additionally, it investigates the moderating effect of supervisor support and coworker support in the connection between organizational advocacy and talent retention. Design/methodology/approach To achieve the objectives, a cross-sectional survey with convenience sampling was used to collect data from employees in the IT sector. PLS-SEM modeling was then employed to conduct the analysis. Findings The study revealed that dimensions of employer branding positively influenced organizational advocacy, supporting talent retention. Moreover, the study observed a significant moderating effect of supervisor support and coworker support concerning organizational advocacy and talent retention. Practical implications This study offers valuable insights for a wide range of IT professionals. The results emphasize the significance of employer branding in shaping organizational advocacy and talent retention. Additionally, the supportive attitude of supervisors and coworkers plays a crucial role in retaining talented employees within an organization. The study validates the connections between employer branding dimensions and key variables, aiding in the refinement of existing theories and the creation of new conceptual frameworks in organizational behavior and human resource management. These findings can help managers and practitioners improve employer branding to engage their workforce effectively. Originality/value The authors have advanced social exchange theory by studying the link between employer branding and talent retention. The paper highlights the uniqueness of their investigation, which explores how employer branding influences talent retention with a focus on organizational advocacy, influenced by the level of support from supervisors and coworkers. This study will be a valuable resource for future academia, revealing the significant impact of employer branding on organizational advocacy and talent retention.